About us
It began with one family’s experience of care.
We Are Care started in one of our founders’ own family, caring for a relative diagnosed with dementia: having to leave work to provide care, bringing in support, and later a move into a care home. That experience of the system from the inside is what the company was built on.
We’re a social enterprise, run by a team who are all close to care, bringing greater fairness and equity across the sector: better-supported carers, better-supported providers, and better outcomes for the people who draw on care and support.
By the numbers
Requests filled on or before start time. Rolling 12 months. Excludes provider-cancelled bookings and requests made less than 1 hour before start.
Confirmed shift hours delivered across all provider partners, cumulative since launch.
Every carer we engage is paid fairly: transparent rates, no hidden fees, paid directly, with holiday pay included in your hourly rate and a workplace pension where eligible.
Active across more than 70 distinct care settings: care homes, care groups, supported living, children’s residential and home care.
Individual carers who’ve completed at least one paid shift since launch. Cumulative across all provider partners, rounded down.
Why we exist
Three things drive us.
Fair pay and better recognition for the people who work in care; training, development and support so they stay and build a career; and bringing new people into the sector to close the vacancy gap.
Two things we’ve built support all three. Baton, our care operating software, helps providers improve how they operate, across processes, people, risk and compliance. Care intelligence brings news, analysis and resources for UK social care. Both use human-led AI, and people stay in charge of the decisions.
Our journey
From one home to a national mission.
Incorporated
We Are Care Ltd registered as a social enterprise.
Operational
Team in place, processes built, ready to deliver.
First client
First provider partnership signed.
Baton 1.0 launched
Operating platform live, running deployment and compliance.
First carer shift
First carer on shift with a provider partner.
£2m ARR
Commercial traction with route to scale.
Baton 2.0
Platform opens to the wider sector.
Care intelligence launched
News, analysis and resources for UK social care.
Our leadership
Team behind We Are Care.
A leadership team with complementary experience across care staffing, operations, compliance, technology and partnerships. Hands-on. Accountable. In the work, not above it.
Oversees strategic growth, service development, and operational direction across the business.
Looks after our clients and the carers on our books. The critical day-to-day work that keeps care settings staffed.
Shareholder and advisor. Supports the board on commissioning and government strategy.
Heads up investor relations and investment strategy. Finance, payments and modelling.
Leads product and content, with responsibility for Baton, our care operating software, and Care intelligence.
Where we're going
Where we’re going.
It all points back to one thing: supporting every care interaction in the UK, wherever it happens.
Today the parts that shape care, from recruitment and training to compliance and funding, rarely connect, and that’s where outcomes are lost. We’re building toward closing that gap. That means helping new people into care work and supporting those already in it to train and progress. Baton helps providers improve how they operate, across processes, risk and compliance, and Care intelligence brings news, analysis and resources for UK social care.
And the timing matters. Human-led AI, built for the UK care sector, can accelerate this ambition in ways that weren’t open to us even a year ago, as long as it stays grounded in real delivery.
What we stand for
Built as a social enterprise, for everyone in care.
Care often works best when the people in it are valued. That means fair reward, and training that leads somewhere, because well-supported carers deliver improved care outcomes.
Quality of care leads the calls we make. As a social enterprise, our surplus is reinvested in carers, training and the communities we operate in.
Care improves when the whole chain works together. Carers, providers, commissioners and funders each hold distinct roles. The closer those roles connect, the better the result.
Long-term strategic partnerships are how we work best. Short-term engagements are often where those start. The deeper the partnership, the more we can improve daily care together and reshape it structurally over time.
We start with the person receiving care, and work back from there, from small improvements to structural change across staffing, retention, pathways and Baton.
Products and services we live and breathe ourselves. Bringing them to market starts ongoing refinement, building real resilience and a clear understanding of what works in practice.
Care settings we serve
Care providers, commissioners, training partners and government.
Get in touch
Two ways to join us.
Whether you run a service that needs reliable cover or you want to build a career in care, there’s a way in.